Digest: Adidas review Facebook spend & Perform Group announce new Skipper

After a sunny, warm bank holiday weekend in England it’s back indoors for a day in the office and a look at the articles you should be reading today. Everyday we take a look at who is doing what and why so that you don’t have to. If we’re missing anything then do get in touch on @DigitalSportUK

Manchester City’s Most Important Product After Soccer Is Content (fastcompany.com)

We know much of the story in the building of Manchester City using digital at its fore to build commercial opportunities and take fans on the journey with them as they build the best team possible. I like the 4 main factors they pinpoint as to their success content-wise; 1) production quality, 2) work with influencers, 3) promoting their women’s team, and 4) localisation for their international audiences.

Sources say Adidas has paused its video ads on Facebook while it reviews their efficacy (digiday.com)

This could be big if true. We know that video metrics on social platform have been sketchy to say the least and, according to this report, adidas are taking a look as to whether to cut their spending as maybe 30% of it is being wasted at the moment. Watch this space!

Why FC Bayern Munich and Bleacher Report Teamed Up for a Champions League Watch Party (frntofficesports.com)

Bayern’s US team are brilliant, some of the most creative people on social media bar none. This year they’ve been taking their Fan Club Roadshow out to the fans, with a recent one taking place at the home of Bleacher Report. This teaming up led to even more creative opportunities than you’d usually be able to achieve.

Ex-ESPN president John Skipper joins Perform Group as executive chairman (sportspromedia.com)

Big news for the UK-based company who have brands such as Goal.com, DAZN and Opta within their group. John Skipper left ESPN last year in a very public way and has now turned up at Perform, who will no doubt benefit from his expertise.

Why It’s Time to Update Your Instagram Hashtag Strategy (adweek.com)

If you use Instagram and are unsure as to hashtags amongst all the changes, then this is a good read for you.

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Daniel McLaren
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Dan is the Founder & CEO of Digital Sport. Can be found at sports industry events and heard every week on the Digital Sport Insider podcast. @DanielMcLaren

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